CDG brands Shell hydrogen station

Conran Design Group has created branding for Shell Hydrogen’s refuelling station in Reykjavik, Iceland, as the petroleum giant promotes its investment in alternative fuels to a wider public.

The site, which opened last week, is the company’s first hydrogen fuel station targeting consumers. Working closely with the company’s Icelandic team, CDG has designed branding and graphics for the venture, which focuses on educating the public on the benefits and use of hydrogen as an alternative to fossil fuel.

CDG design team leader Richard Stayte says it was a case of taking a complex story and telling it in simple way, with the site playing the role of a visitor centre ‘telling the story of how hydrogen is a vital part of the energy needs of the future’. Glass panels surround the station inscribed with the message ‘we are making the ultimate fuel’.

The site will initially refuel three DaimlerChrysler fuel-cell buses that will be run on Reykjavik’s streets by the local bus company. Shell hopes to expand the use of hydrogen fuel-cell vehicles into other parts of the world and CDG is working on a graphics and branding for the first hydrogen pump station due to open in Washington DC later this year.

The group, which is a roster consultancy for Shell Hydrogen, was appointed without a pitch. It has previously worked on visual identity projects relating to fuels and stations for the company.